Purpose, Semiotics and Rhetoric: A Study of Select Brands
Authors
-
PhD Research Scholar, Faculty of Management Studies, Assistant Professor, Sri Guru Gobind Singh College of Commerce, University of Delhi, New Delhi - 110007, Delhi ,IN
Kriti Chadha -
Professor, Faculty of Management Studies, University of Delhi, New Delhi - 110007, Delhi ,INHarsh V. Verma
DOI:
https://doi.org/10.18311/jbt/2023/33187Keywords:
Selected:Brand Purpose, Higher Order Meaning, Rhetorical Triangle, Roland Barthes Theory of SemioticsAbstract
With more competition than ever before, customer buying habits are changing, and a lot of brands are facing an identity crisis. Only by putting purpose at the centre of actions and taking into account the needs of customers, partners, and communities alike can brands create long-term value, make themselves stand out, and emotionally connect with consumers. This study reviews the literature on brand purpose, examines persuasive appeals in purpose-driven brand advertisements using Aristotle’s rhetorical triangle, and lastly blends semiotic theories with marketing to understand how these brands generate high-impact communications that emotionally engage consumers and affect their behaviour.
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Copyright (c) 2023 Kriti Chadha, Harsh V. Verma
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
All the articles published in JBT are distributed under a creative commons license. The journal allows the author(s) to hold the copyright of their work (all usages allowed except for commercial purpose).
Accepted 2023-09-09
Published 2023-12-08
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